Customer’s Acceptance of Humanoid Robots in Services: The Moderating Role of Risk Aversion

The emerging introduction of humanoid robots in service encounters is becoming a reality in the present and the short-term. Owing to this unstoppable advance, there is a need to better understand customers’ perceptions and reactions toward humanoid agents in service encounters. To shed some light on this underexplored phenomenon, this research investigates how the interaction between robot and customer’s features may contribute to a successful introduction of this disruptive innovation. Results of an empirical study with a sample of 168 US customers reveal that customer’s perceptions of robot’s human-likeness increase the intentions to use humanoid service robots. Interestingly, customers’ risk aversion moderates this relationship. Specifically, the study found that highly risk-averse customers tend to avoid using humanoids when they are perceived as highly mechanical-like. The discussion highlights the main contributions of the research, which combine previous knowledge on human–robot interaction and risk aversion from a marketing approach. Managerial implications derived from the research findings and the avenues opened for further research are described at the end

The Gender Question and Family Entrepreneurship Research

Gender in family entrepreneurship is still exploratory and, despite an increase in family entrepreneurship research, most of the studies give little or no information role of gender in family business. Existing research on family entrepreneurship tends to focus only or primarily on men, and the women appear invisible in the studies. However, there is little evidence that of extensive research focus on the issue of family entrepreneurship with the aim of building a cohesive understanding of gender in family entrepreneurship and the interactions existing between the different dimensions and components. Consequently, this chapter examines how gender issues are addressed in family entrepreneurship research. In particular, the chapter provides a critical review of the literature around the gender question in entrepreneurship, focusing on the resource-based view, organizational studies and gender in family entrepreneurship. Based on the review, a gender-aware framework is developed depicting three key areas for understanding the gendered process in family entrepreneurship: the determinants of women’s entry into family businesses, their gendered roles and the associated outcomes. Finally, implications and future research opportunities are identified and discussed